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It’s no longer enough for startups to hype how many users they have. They need to prove they’re making money, too. That was evident at a panel The Information’s New York Subscriber Summit featuring executives from Vox Media, workplace software company Asana and health insurance startup Oscar.

Last spring, HR automation platform Zenefits realized it had a problem: It was too reliant on other young tech companies as customers to keep up its growth rate. Not wanting to be typecast as a service provider for startups, Zenefits deliberately looked outside of tech for new business.